Utilising junior participant and caregiver perceptions to understand food and beverage sponsorship of sport : a thesis presented in partial fulfilment of the requirements for the degree of Master of Science in Nutrition and Dietetics at Massey University, Albany, New Zealand
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Date
2022
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Open Access Location
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Massey University
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Abstract
Purpose: The alignment of sponsor companies with sport has been a long contended topic, particularly in relation to tobacco and alcohol. However, the appropriateness of ‘unhealthy’ food and beverage products in sport has also come into question. Research has shown children can be affected by sponsorship marketing, with the potential for their attitudes, preferences and consumption habits to be altered. Childhood obesity is a pressing issue in New Zealand, bringing to light the importance of sport as a setting for health promotion. To date, limited research has been undertaken in New Zealand focussing on food and beverage sponsorship of junior sport. This study explores how young sports players and their parents
perceive food and beverage sponsorship.
Study Design/Methodology: A qualitative study that conducted 30-60 minute online Zoom interviews with children aged 8-13 years who were currently engaged in a team winter sport, and their parent. Participants were recruited from a variety of settings (schools, sports clubs) across the Auckland region.
Findings: Children generally felt positive about receiving things from sponsors but unanimously expressed a preference for activity vouchers or merchandise over food vouchers. A sponsor companies alignment with sport and the wider sporting community was important for both parents and children. Some parents likened fast food to alcohol, drawing parallels between the harm alcohol causes adults and the harm fast food can cause children. The majority of parents recognised the reliance sport clubs have on sponsor funds with many prioritising sport participation over sponsor restrictions.
Research Implications: The findings of this study recommend junior sport organisers consider a company’s connection to sport prior to enlisting them as a sponsor. These research findings could be used to inform policy both at the regional club level and national government level around sponsors appropriate to be involved in junior sport. The government would be well placed to support junior sport sponsor restrictions by providing an alternative funding source and using sport as a vehicle for promoting public health messages.
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Keywords
food, beverage, sponsorship, sport, child, parent